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Attracting Tier 1 Media In A Crowd

The Challenge: Building Top-Tier Brand Awareness

Engaging today’s customers via social media is critical. But understanding what really drives those customers is tough. NetBase, a social media analytics company, delivers technology that exposes customers’ sentiments and motivators. That lets companies make the most of each marketing, sales and support effort.

NetBase delivers enterprise social intelligence that lets an enterprise monitor, understand, and engage with customers in real-time. Using a high-precision Natural Language Processing engine, text analytics and machine learning, NetBase analyzes billions of social media posts to extract structured insights for business decisions. With NetBase’s social intelligence, business leaders at all levels can craft winning strategies, faster. However, NetBase needed to build awareness of its brand and expertise against competitors many times its size. So they engaged us to secure coverage in tier 1 media outlets—and to establish the NetBase brand as a leader in social media analytics.

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The Solution: Capitalizing On Trends And Social Analytics

We know the greatest opportunity to secure media coverage is to capitalize on current events and topical news. For NetBase, we planned to take a newsjacking approach. We would gather social media insights on time-sensitive topics of interest and share this data with reporters.

We leveraged NetBase's own unique social listening software. This allowed us to analyze millions of social media conversations in real-time on a number of trending topics. We used the resulting insights in social sentiment to formulate compelling media pitches on selected topics.

The topics included:

  • The GOP and Democratic presidential debates
  • The “leaked“ videos on Planned Parenthood
  • The flavor-debate on National Ice Cream Day
  • The MTV Video Music Awards

Gathering insights and formulating pitches had to happen close to real-time. But by focusing the pitches and media outreach on buzzed topics and trending hashtags, we ensured NetBase got top coverage.

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The Result: A Lean, Mean Lead-Generating Machine

In only a few short months, we conducted foundational research, developed core messaging, built a 300+ page website and enhanced SEO. Not only did the website position the company as a global leader and unified brand but, in the early days post-launch, organic traffic and qualified leads are already through the roof.

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“Despite our tight timeline, they had the capacity to go as fast as we wanted without sacrificing quality. You’ve done an incredible job of telling our story and laying our products and solutions out in a unified, coherent way. It’s been phenomenal.”
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